Public Relations Handbook - Narcotics Anonymous

119 Pages·2012·1.82 MB·English

® ®
Public Relations
Statement
Why public relations is important to the NA member
The Narcotics Anonymous message is “that an addict, any addict, can
stop using drugs, lose the desire to use and find a new way to live.”
Our relations with the public enable us to share this message broadly
so that those who might benefit from our program of recovery can find us.
We perform public relations service to increase the awareness and credibility
of the NA program. We share our message openly with the public at large,
with prospective members, and with professionals. Maintaining an open,
attractive attitude in these efforts helps us to create and improve relationships
with those outside the fellowship. Establishing and maintaining a commitment
to these relationships, can help us to further our primary purpose.
The spiritual principles of our steps, traditions, and concepts guide us in
pursuing our public relations aims and our efforts to enhance NA’s public image
and reputation. These principles apply to our community and service efforts as
well as to the personal behavior and attitude of individual NA members.
Informing professionals and the public
The following statement can be used to inform the public about NA:
N arcotics Anonymous is a global, community-based organization with a
multi-lingual and multicultural membership. NA was founded in 1953,
and our membership growth was minimal during our initial twenty
years as an organization. Since the publication of our Basic Text in 1983, the
number of members and meetings has increased dramatically. Today1, NA
members hold more than 61,800 meetings weekly in 129 countries. We offer
recovery from the effects of addiction through working a twelve-step
program, including regular attendance at group meetings. The group
atmosphere provides help from peers and offers an ongoing support network
for addicts who wish to pursue and maintain a drug-free lifestyle.
Our name, Narcotics Anonymous, is not meant to imply a focus on any
particular drug; NA’s approach makes no distinction between drugs including
alcohol. Membership is free, and we have no affiliation with any organizations
outside of NA including governments, religions, law enforcement groups, or
medical and psychiatric associations. Through all of our service efforts and our
cooperation with others seeking to help addicts, we strive to reach a day
when every addict in the world has an opportunity to experience our message
of recovery in his or her own language and culture.

1 As of May 2012.
P R
ublic elations
H
andbook

Narcotics Anonymous World Services, Inc.
Chatsworth, California, USA
Copyright © 2006, 2007 by
Narcotics Anonymous World Services, Inc.
All rights reserved.
World Service Office
PO Box 9999
Van Nuys, CA 91409 USA
Tel. [phone]
Fax [phone]
Website: www.na.org
World Service Office–Canada
Mississauga, Ontario,
World Service Office–Europe
B-1050 Brussels, Belgium
Tel. [phone]
World Service Office–Iran
Tehran, Iran
www.na-iran.org
This is NA Conference-approved literature.
Narcotics Anonymous, and The NA Way
are registered trademarks of
Narcotics Anonymous World Services, Incorporated.
ISBN 978-1-55776-684-7 10/12
WSO Catalog Item No. EN-2102
contents

preface ....................................................................................................................................................... v
Section 1
chapter 1:
NA and Public Relations .................................................................................................................. 1
chapter 2:
Core Public Relations Principles .................................................................................................... 5
chapter 3:
Effective Services ............................................................................................................................. 19
chapter 4:
Preparation and Training for Interacting with the Public ...................................................... 29
Section 2
chapter 5:
Media ............................................................................................................................................... 39
chapter 6:
Criminal Justice ............................................................................................................................... 49
chapter 7:
Treatment: Inpatient, Outpatient, and Residential Settings ................................................... 63
chapter 8:
Healthcare ......................................................................................................................................... 73
chapter 9:
Phonelines ......................................................................................................................................... 81
chapter 10:
Internet Technology ...................................................................................................................... 91
chapter 11:
Event Planning ................................................................................................................................... 97
chapter 12:
Fellowship Development ............................................................................................................ 105
chapter 13:
Government .................................................................................................................................. 113
conclusion ............................................................................................................................................. 117
preface
Welcome to the Public Relations Handbook!
In Narcotics Anonymous, public relations simply means taking a more
conscientious approach to the relationships we create with the public. This is the
subject of the Public Relations Handbook: NA’s relationships with the public. These
relationships are usually the result of members’ interactions at meetings and
events, members’ performing specific service functions, and members representing NA
(sometimes unknowingly) during the daily routine of their lives. The scope of public
relations is broad. And because of that, this material is designed to help all of us in the
many ways we interact with the public.
We can think about public relations as dynamic relationships. The ways we create
and maintain relationships with the public will continue to change and grow over time.
Because of these evolving needs, the principles and planning tools in Chapters Two
and Three are the foundation of the Public Relations Handbook. When our relationships
with the public change, the principles and planning techniques stay consistent. In
addition, much of the handbook’s support material will be updated regularly to meet
the changing needs of our public relations service efforts.
The Public Relations Handbook is simply a place to begin; it is a tool members can use
to become more aware and informed. You are the ones who will use this material to
create a variety of inspired PR approaches in your local communities.
Public Relations Statement
Why public relations is important to the NA member
The Narcotics Anonymous message is “that an addict, any addict, can stop
using drugs, lose the desire to use and find a new way to live.” Our
relations with the public enable us to share this message broadly so that
those who might benefit from our program of recovery can find us. We
perform public relations service to increase the awareness and credibility of the
NA program. We share our message openly with the public at large, with
prospective members, and with professionals. Maintaining an open, attractive
attitude in these efforts helps us to create and improve relationships with those
outside the fellowship. Establishing and maintaining a commitment to these
relationships, can help us to further our primary purpose.
The spiritual principles of our steps, traditions, and concepts guide us in
pursuing our public relations aims and our efforts to enhance NA’s public image
and reputation. These principles apply to our community and service efforts as
well as to the personal behavior and attitude of individual NA members.
Informing professionals and the public
The following statement can be used to inform the public about NA:
N arcotics Anonymous is a global, community-based organization with a
multi-lingual and multicultural membership. NA was founded in 1953,
and our membership growth was minimal during our initial twenty years
as an organization. Since the publication of our Basic Text in 1983, the number
of members and meetings has increased dramatically. Today1, NA members hold
more than 61,800 meetings weekly in 129 countries. We offer recovery from
the effects of addiction through working a twelve-step program, including
regular attendance at group meetings. The group atmosphere provides help
from peers and offers an ongoing support network for addicts who wish to
pursue and maintain a drug-free lifestyle.
Our name, Narcotics Anonymous, is not meant to imply a focus on any
particular drug; NA’s approach makes no distinction between drugs including
alcohol. Membership is free, and we have no affiliation with any organizations
outside of NA including governments, religions, law enforcement groups, or
medical and psychiatric associations. Through all of our service efforts and our
cooperation with others seeking to help addicts, we strive to reach a day when
every addict in the world has an opportunity to experience our message of
recovery in his or her own language and culture.

1 As of May 2012.
chapter
1
N A P R
A N D UBLIC EL AT IONS
The principle of service, critical to the application of our Eleventh Tradition, is
not a passive principle. To be of maximum service to the still-suffering
addict, we must energetically seek to carry our message throughout our
cities, towns, and villages. …We must take vigorous steps to make our
program widely known. The better and broader our public relations, the better
we will be able to serve.
Tradition Eleven, It Works: How and Why
T he concept of public relations is not new to the Fellowship of Narcotics
Anonymous. The above passage, from the essay on the Eleventh Tradition in It
Works: How and Why, reminds us that active efforts to form strong relationships
with the public are essential to NA’s growth. Strong relationships with the public
make it possible for more addicts to have the opportunity to experience freedom from
active addiction. Our vision is for NA to thrive in every community around the world.
Why does Narcotics Anonymous need relationships
with the public?
As a fellowship, we have already made remarkable advancements in our relationships
with the public. Area service committees around the world bring meetings into
correctional facilities, provide information to various professionals, and interact with
members of the public over NA phonelines and in planning NA events. And yet, there is
still room for us to grow.
We can grow by taking on a more active role in our relationships with members of the public.
We can expand our ideas about which professionals might be able to help us fulfill our primary
purpose. We can take even greater responsibility for the
ways our personal behavior affects the public’s willingness
Key topics
to refer addicts to Narcotics Anonymous.
Why does NA need
The Public Relations Handbook has been created to
relationships with the
help us do an even better job at carrying NA’s message.
public? It has been created to help us increase the recognition of
How can this handbook NA and enhance the credibility of our program of
help members in their recovery so that addicts seeking help don’t have to
PR efforts? continue to suffer from active addiction. Our ability to
What does PR mean for form long-lasting relationships with the public can help to
NA members? ensure that NA becomes and remains a respected,
Conclusion credible, and accessible recovery choice for addicts.
October 2006 | PR Handbook | 1
How can this handbook help members in their PR efforts?
This handbook is written for NA members with varying service experience and clean
time, as well as those who may have no prior knowledge of public relations or service in
NA. Most of our public relations opportunities happen at the area level and, as a result, this
handbook is geared toward those serving in area service committees. Yet, the material
here can be adapted for use at any level of service and for a variety of uses.
The handbook is organized into two sections:
Section One—Chapters One through Four
Section Two—Chapters Five through Thirteen
About Section One
The first section contains conceptual information, such as a discussion of NA’s principles in
Chapter Two, planning techniques in Chapter Three, and PR training ideas in Chapter Four.
The remaining chapters contain practical information that applies to specific areas of service.
The handbook has been organized this way because practicing NA’s spiritual principles
and creating a more reliable and responsive service structure is the foundation of our
public relations service. Chapters Two and Three are resources for members looking to
better understand NA’s principles, as they relate to service, and for new ways to plan and
organize services. Remember, the material here is meant to be adapted and used in ways
that make the most sense in the local area.
About Section Two
Each chapter in the handbook’s second section is organized into two segments: the first
contains excerpts from some of the principles contained in Chapter Two that are relevant
to the particular service area of that chapter. For example, the material from Chapter Two
about anonymity in the press is excerpted in Chapter Five, “Media.” Practical information
about the specific area of service makes up the remainder of each chapter.
In an effort to make the material here more useful, we have
provided a list of resources at the end of each chapter. For
I CON KEY
 example, Chapter Four includes a sample correspondence
Practical experience
letter, a referral letter, frequently asked questions, and a
 Preparation and training tips
presentation format. This resource material is contained as
 PR principles for discussion addenda for each chapter.
Although the handbook is organized in a way that allows members to use sections as
needed, we encourage you to explore all the information contained within the various
chapters. The scope of public relations is broad; because of that, we have provided a range
of useful information.
Find What You’re Looking For
Remember that there may be useful information in a chapter that might
not contain the specific service focus you are looking for—for instance,
the presentation techniques in Chapter Four may be valuable when
planning a presentation for healthcare professionals.
2 | Chapter 1 | NA and Public Relations
What does “public relations” mean for NA members?
For our purposes in Narcotics Anonymous, the term “public relations” refers to all of
the relationships we create and maintain with the general public, professionals, potential
members, and each other in our groups and service communities. We have been
establishing relationships with the public all along, whether we have made a choice to be
aware of and participate in those relationships or not. It is time to look more closely at
how we relate to the rest of society as well as to fellow members. It is time to gather our
collective experience, and improve our service efforts so NA can continue to become a
more reliable and recognizable program of recovery.
“Public relations” implies an ongoing relationship. We have many opportunities to build
and sustain ongoing relationships with the public. We can follow up after a presentation,
ask for feedback from an institution, and check in with the facilities where our meetings are
held. Our ability to respond and participate in relationships with the public can only help to
strengthen the public’s trust in our ability to help addicts.
It’s easy to miss the positive influence our
relationships can have on addicts finding NA. An area
“The actions we take
service committee may begin its PR effort with a
in forming relationships with
presentation to nurses, doctors, and administrators at a
the public can have local hospital. As a result of this initial contact,
a profound effect on whether members may be asked to start meetings for clients
or not addicts within a unit in the hospital. And because of that, a
nurse in the emergency room may think to give an NA
can find NA.”
helpline phone number to an overdose patient, and a
doctor may feel confident about referring a patient
seeking help to NA. The actions we take in forming relationships with the public can have a
profound effect on whether or not addicts find NA.
Many of us have experienced our most powerful PR opportunity when we least
expected it. Maybe it was the time a property manager watched us thoroughly clean a
facility following an NA event. In that instance, we may have left an impression that NA
members are considerate and responsible. In other situations, we may make a more
negative impact. Leaving a meeting facility in a loud and disrespectful manner, or fighting at
NA events, can harm NA’s reputation. We have choices about the impression we leave on
those around us. Our actions tend to serve as our strongest public relations message.
We can also think about public relations in terms of how we interact with each other.
Do our service committees provide training and orientation for new trusted servants? Do
we thank each other for doing a good job in a service position? Do we value and use the
knowledge of more experienced members? The positive relationships we build with each
other can only help our interactions with the public—which helps us better fulfill our
primary purpose.
Many of us may be performing public relations without having been elected to a trusted
servant position, without any prior service experience or any focused public relations
efforts in our local area. These “public relations” are the relationships we build with the
public through the individual impressions we leave. It is easy to overlook the impact of
these brief personal encounters. The information in this handbook is meant to help us see
the ways in which our relationships with the public are a part of everything we do.
October 2006 | PR Handbook | 3